Ben Gunn: Giving Back To Grassroots Football

Ben Gunn, Brand & Marketing Director of Lyle & Scott, discusses the fashion brand’s recent commitment to give away thousands of brand-new kits to grassroots football teams as part of its new ‘Kits for Clubs’ campaign.

At Lyle & Scott, we believe in the power of football to bring people together and create a positive impact within local communities. Our brand has a long-standing legacy of craftsmanship and quality, and we have always been committed to supporting sports and athletes, so this initiative aligns perfectly with our core values.

Whilst we have often been visible in football culture, this is the first time I believe we have made a real effort to cross over onto the pitch. To do this, we worked on the strategy for nearly 18-months because we realised that we only had one shot to make a concerted, organic push into the football ecosystem.

We went through several ideas, of course, we looked at getting big ambassadors involved and making them our first ‘athletes’, but it felt a bit hollow. We wanted to do more. We then took our time to research the different issues faced by grassroots teams. Unfortunately, there are so many, and we can’t solve them all. Some we have tried to solve or made an attempt at solving for other campaigns that are due to launch later this year.

Reading stats that nine out of ten women’s grassroots teams in the UK are at risk of collapse this year due to the ongoing costs, really is quite shocking. Especially when the women’s game is in growth. Men’s, women’s, children’s teams, everyone had the same issue with kits and the expense. We are also well aware that we are going through a cost of living crisis, the thought of a child or young adult not being able to play football as they had to make the decision between paying for their kits, or eating/living was one that hit the hardest for the team and I, so we looked at the different ways we could solve this and eventually came up with our current ‘Kits for Clubs’.

Football has the unique ability to unite people from all walks of life, fostering a sense of camaraderie and shared passion for the game.

We recognise that grassroots football forms the very foundation of the sport, acting as a breeding ground for talent and a platform for personal growth. It certainly was for me.

The ‘Kits for Clubs’ campaign is our way of giving back to the sport that has given us so much over the years. By providing brand new kits to grassroots football teams, we aim to not only equip them with essential gear but also inspire a sense of pride and unity within the players. We hope that over time, these kits will become more than just clothing; they will be symbols of dedication, hard work, and the love of the game.

We firmly believe that every football player, regardless of their level, deserves the opportunity to play in a kit they can be proud of. As a Manchester United fan, I went from watching Eric Cantona with his collar up, to David Beckham and his multiple haircuts, to Cristiano Ronaldo with his high socks and taped wrists. Football is about image, and you want to be a reflection of your true self. You want a kit that inspired you to play and makes you feel free to express yourself, we hope through our range we have done that.

By working with our partners for this campaign, we are equipped with the creativity and strategic expertise needed to make a meaningful impact. HIFEN Studios’ storytelling prowess and B-Engaged’s unique position in working with athletes ensure that our message resonates authentically with the football community. Together, we aim to not only provide kits but also amplify the stories of these grassroots clubs, shining a spotlight on their dedication, passion, and the positive impact they have within their communities.

Our commitment to giving away kits to grassroots football teams is a testament to our dedication to supporting the growth of the sport at its grassroots level. We want to be a driving force in nurturing the next generation of talent and fostering a love for football from the ground up. Football has the power to change lives, and through this initiative, we hope to create lasting memories, stronger bonds, and a greater sense of unity within the world of grassroots football.

It doesn’t matter what level you play at; the kits are available to you. Whether it’s 5-a-side after work, your children’s teams, maybe you play Sunday League, you can apply.